The Use of the Survey in Industrial Market Research
- 1 January 1987
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Management
- Vol. 3 (1) , 25-38
- https://doi.org/10.1080/0267257x.1987.9964025
Abstract
Awareness and use of marketing research is consistently shown to be a characteristic of successful firms. Despite this, companies that market industrial goods and services still design and implement fewer market research studies than their counterparts in the consumer field. Consequently, on a first attempt their comparative inexperience leaves them vulnerable to the many pitfalls of implementing a successful survey. This paper serves as a practical guide to the issues governing choice among alternative survey methods, and to weighing up the pros and cons of personal and telephone interviews and mail questionnaires.Keywords
This publication has 3 references indexed in Scilit:
- Marketing lessons from the UK's high?flying companiesJournal of Marketing Management, 1985
- Qualitative Data as an Attractive Nuisance: The Problem of AnalysisAdministrative Science Quarterly, 1979
- An Emerging Strategy of "Direct" ResearchAdministrative Science Quarterly, 1979